Something to Smile About

“TV is much more cost-effective than direct mail,” Shawyer says. “The long-term donor value of television is exceptional. There’s a really careful balance between generating as much revenue [as you can] and looking at the long-term value.”

In addition to the powerful stories and images that are inherent to Operation Smile’s mission, Shawyer attributes much of the organization’s DRTV success to careful attention to call-center training and oversight.